F.O.C.O. - B2B SaaS Events Platform
B2B SaaS analytics dashboard designed to centralize fragmented event data and improve ROI decision-making.
F.O.C.O. is a B2B SaaS analytics platform created to help event promoters optimize return on investment through structured data visualization and KPI tracking.
The challenge was addressing fragmented information systems that limited strategic decision-making and increased churn rates. Through user interviews and behavioral research, critical metrics such as conversion rate, retention, and churn were prioritized.
The final interface introduced a modular dashboard system with mobile-first grid architecture, improving data readability and significantly increasing search efficiency.
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Problem
Event organizers were losing ROI due to fragmented data. My task was to design a unified analytics platform that would enable promoters to make strategic decisions based on data.
Research
I interviewed promoters to identify critical KPIs such as churn rate and conversion rate. I analyzed the behavior of young users (18-30 years old) to simplify the information architecture.
I implemented a 4-column technical grid (414x896px) for mobile optimization. I used Inter typography to improve the readability of complex data and segmented the audience.
What I learned
This project helped me explore how typography and color choices influence brand perception and communication.
Closing statement
Foco highlights the importance of building a consistent visual system that strengthens brand identity across different platforms.
Figma Prototype
https://xd.adobe.com/view/55d4827f-dd27-4d90-8a4f-22678d6a4bf6-0087/